Brand journalism (is) marketers using the tools of digital publishing and social media to speak directly to consumers. The advertising industry commonly refers to it as content marketing, brands disintermediating news professionals by writing and distributing thought leadership content.
Special features, special sections, sponsored content and similar revenue-driving content features involve editorial conflicts that result in professional compromises.
In marketing you’re trained to leave out the bad and the ugly for good reason: you have to protect the company, your customers, your partners and your shareholders. We’re learning that we have to let go a little. Loosen up our collar a bit to reach our audience at their place and in a more conversational style that’s conducive to dialogue and engagement.
Read more at Forbes
